Client
- Asian Paints
Date
- July 2024
Our Services
- Research and Analysis
- Concept Development and Designing
- 3D Modelling and Rendering
- Execution Support & Concept Refinement
The mission
The mission behind the Color Ideas Concept Store (Version 6) was to reimagine and simplify the framework of Concept 5 while setting a new benchmark for market-forward experiences. As a pioneer in the industry, the goal was to transform insights and feedback from the previous version into a refined, immersive environment that not only enhances customer engagement but also positions Asian Paints at the forefront of design innovation.
Building the concept
The development of the ColorIdeas Concept Store (Version 6) was driven by a structured and insight-led process. We began by mapping the customer journey, ensuring that every interaction in the store felt intuitive, engaging, and purposeful. With over 30,000 finishes in the Asian Paints portfolio, simplifying the display was critical — we created a system that highlighted key categories without overwhelming the customer.
Regional insights also shaped the design; recognizing that different cities have different product preferences, we tailored product highlights to reflect local demand while keeping the brand experience consistent across locations. To keep the concept design-forward, we introduced a “What’s New” section, showcasing innovations and trends so clients could easily connect with the latest offerings.
Materiality and finishes played a central role in the storytelling. By integrating finishes into the store environment itself, we demonstrated the quality, depth, and versatility of the collection in a tactile way. Finally, we strategized displays to not only inspire but also educate customers on product utility, ensuring they left with both creative ideas and practical solutions.
Impressive result
The ColorIdeas Concept Store (Version 6) emerged as a truly immersive and highly experiential retail destination, transforming the way customers interact with Asian Paints. By simplifying a vast portfolio of finishes into an intuitive and inspiring journey, the store enabled customers to explore colors and textures in real-life contexts rather than through swatches alone. Regional customizations ensured that each location reflected local preferences, while dedicated “What’s New” sections kept the concept forward-looking and trend-driven. This customer-first approach aligned with Asian Paints’ broader vision of becoming a design partner rather than just a paint supplier, fostering deeper engagement, stronger emotional connections, and setting a new benchmark for experiential retail within the industry.
"Turning finishes into experiences, not just displays."